Taco Bell adding sandwiches

Published on August 04, 1995.

Taco Bell Corp., Irvine, Calif., is introducing its first sandwich, the Texas Taco sandwich: Southwestern sauce over beef or chicken with lettuce, cheddar cheese and tomatoes on Texas flatbread. A 30-second TV commercial stars actor Jack Palance, who plays an outlaw aiming to tame the sandwich that "tastes so big it ought to be outlawed." Spots from Bozell Worldwide, New York, begin on network TV next week, supported by a radio campaign and in-store material. The sandwich will sell for 99 cents and $1.19.